Amazon
The largest marketplace in North America by 4-5x. Amazon SP-API is the most mature marketplace API in the industry, and FBA gives you Prime-eligible logistics at scale.
Pros
- Largest customer base in North America by an order of magnitude
- FBA handles logistics, customer service, and Prime shipping eligibility
- Best-in-class API (SP-API) with mature webhooks and reliable delivery
- Built-in advertising platform with strong attribution
- Brand Registry protects trademarks and unlocks A+ content
Cons
- Referral fees of 8-15% plus FBA fees can crush margins on cheap items
- Account suspensions are sudden, opaque, and hard to appeal
- Account approval can take 2-4 weeks for new sellers
- Counterfeit and review-manipulation risk for popular categories